On February 10th, the National Basketball Association and Hennessy, the world’s best-selling Cognac, announced a multiyear partnership making Hennessy the Official Spirit of the NBA, WNBA, and USA Basketball.
When reflecting on this exciting new partnership, Giles Woodyer, Senior Vice President of Hennessy U.S. said “We are pleased to be partnering with the NBA, a forward-thinking league that embodies our ‘Never stop. Never settle.’ mantra.” He then said, “There’s an energy pulsing through the NBA that compels it to evolve, to push the limits of its own potential. Our new collaborative journey is rooted in joint passion and will explore the realms of legacy, culture, and innovation.”
Woodyer was not the only executive to speak highly of the new partnership, Dan Rossomondo, NBA Senior Vice President of the Media and Business Department explained the NBA’s excitement for the partnership. He said, “Our partnership with Hennessy provides an exciting opportunity to reach and engage with a broader segment of basketball fans around the NBA’s marquee moments.” He then continued, “As the iconic brand continues to expand its business in sports marketing, we look forward to creative elevated experiences and unique initiatives that celebrate the game of basketball.”
The Hennessy and NBA partnership will tip off this month during NBA All-Star 2020, in Chicago, Ill. Hennessy will serve as an associate partner of the NBA Celebrity Game, presented by Ruffles, and as a presenting partner of the pre-game red carpet.
To learn more about this new partnership, click here.